Forever21 Maternity: Pushing Pregnancy?

Forever 21, the retail store with clothes that typically fall apart after two washes, is finally embracing something that is forever—motherhood.  Love21 Maternity debuted in states with high teen pregnancy rates and caused a bit of a stir, but I’m having a hard time seeing the link between a maternity line in a clothing store and a company encouraging teen pregnancy.

I don’t think the girl picking out 8th grade dinner dance outfits in the dressing room line in front of me (yes, I shop there) would see the clothes and think, ‘wow, this store is so trendy, pregnancy must be in, I’ve got to get on that’, pretty sure she was just looking for a cute dress.

I am interested to see if the line does well. In research we recently did with pregnant women many admitted to not even purchasing maternity clothes, just stretching out the clothes they already owned or buying a bigger size to still feel pretty and stylish. With Forever21’s small sizing I could see a pregnant shopper just going to size L instead of buying maternity. Perhaps that will change with this new line. 

What do you think? Is Forever out of line?

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April 13, 2024
by Mary Lou Quinlan

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